Revenue by First-Click vs Last-Click Attribution [CHART]

First-click and last-click attribution models are easiest to measure, but their use can over- or under-credit an ad format’s influence on conversion activity. For instance, February 2012 data from Adobe measuring revenue per visitor to US websites, broken down by attribution model, showed that search generated 38% more revenue when measured via first-click attribution than last-click. Social’s first-click slant was even more dramatic: 88%. Read the rest at eMarketer.